dutch boy paints

Dutch Boy came to us with a unique proposition: to reinvigorate a well-known but tired brand by creating a dynamic and engaging in-store merchandising system aimed at a new generation of customers, the all-important millennials.

What resulted was a reinvented, revitalized brand that serves as the cornerstone of a 360-degree consumer experience tailored to a new DIY generation, while still satisfying the needs of the core functional paint shopper. Out of this rebrand also came tangible assets such as a brand identity (including logo and marks), fixture and design merchandising, store wayfinding and promotional signage, corporate sales strategy, and internal and store-employee training guides.